The company is planning a substantial marketing campaign for the new brand, which will see it target the performance enthusiast and also gain television exposure.
Fuel Parts UK managing director, Paul Tomlinson, says: “We identified the need for a high performance range of exhaust products that delivered on its promises, installed confidence throughout the supply chain, and ensured high profit margins for distributors and installers.
“The Magnaflow brand proved the clear choice and, having seen its rapid growth and penetration of the US aftermarket, we are eager to translate this into the UK.”
As part of the launch campaign, Fuel Parts UK is targeting motor factors, accessory retailers and independent garages with a sustained rollout of product, before generating a pull-through of demand from consumers.
Featuring 12 different product groups from catalytic converters to tail pipes to stainless steel tips, Magnaflow is endorsed by American motor racing veteran Mario Andretti.
In the US, the brand is promoted at more than 50 major car and truck events and is currently in the middle of a consumer campaign, with Andretti involved in 140 advertisements, targeting an audience of 28m.
Magnaflow products are IS0 9001 certified and the manufacturer claims customers will experience significantly enhanced horsepower and torque, and increased mpg.
The Magnaflow brand is supported by extensive point-of-sale material and assistance from the Fuel Parts UK team.
An interactive website has been launched to increase the brand’s penetration. By logging on to www.magnaflowuk.com, customers can browse the range and listen to the sounds of exhausts on different cars, There are also dealer and installer locator functions.